Aflevering #10
AI doodt geen bedrijven, het filtert ze
AI verwoest geen bedrijven. Het filtert bedrijven die product-gericht werken eruit en versterkt experts die problemen centraal stellen.
22 min
Video en audio in het Engels
Belangrijkste inzichten
- Denk altijd vanuit het probleem van je klant, niet vanuit het product dat je hebt gebouwd. Zodra je product centraal staat, verlies je zicht op de klant.
- Je diepste vakkennis, de kennis die voor jou volkomen normaal voelt, is precies wat AI niet kan nabootsen en wat klanten nodig hebben.
- AI filtert bedrijven die product-gericht werken eruit. Voor experts die probleem-gericht denken, is AI een versneller, geen bedreiging.
- Zichtbaarheid gaat niet over dansen op TikTok. Het gaat om de structuur onder je digitale aanwezigheid: scherpe entiteiten, herhaalde boodschappen en geciteerbare uitspraken.
- Stel als doel dat het probleem dat jij oplost ooit helemaal niet meer bestaat. Wie dat nastreeft, bouwt een duurzaam bedrijf.
Tijdstempels
00:00AI doodt geen bedrijven, het filtert ze
01:23Verliefd worden op je product: de val
03:52Van hypnotherapeut tot marketingconsultant: probleem-eerst in de praktijk
08:21Experts onderschatten hun eigen waarde
10:49Zichtbaarheid gaat over structuur, niet over je gezicht tonen
12:35Taal, vertalers en wat AI niet kan begrijpen
17:51Diepe vakkennis: wat jij normaal vindt is uitzonderlijk
20:37AI als filter: het zwakste valt af, de expert groeit
Shownotes
Kernboodschap
AI vernietigt geen bedrijven. Het filtert bedrijven die product-gericht werken en geen aandacht meer hebben voor de problemen van hun klanten. Experts die vanuit problemen denken, overleven en groeien. Dat is de centrale stelling van Paul Veth in deze aflevering.
Wat je hoort
- Waarom verliefd worden op je product of dienst blinde vlekken veroorzaakt
- Hoe bedrijven die product-gericht werken verworden tot marketing- en salesteams zonder fundament
- Waarom diepgaande vakkennis, de kennis die experts als vanzelfsprekend beschouwen, niet door AI te vervangen is
- Het voorbeeld van de vertaler: wie letterlijk vertaalt verliest, wie de ziel van taal begrijpt blijft waardevol
- Hoe Identity First Marketing en Identity First Media experts helpen om die kennis zichtbaar te maken voor klanten en AI-systemen
Belangrijkste inzichten
Probleem-eerst versus product-eerst
Elke ondernemer begint bij een probleem. De val is dat succes met een product leidt tot gehechtheid aan dat product. Wie het product centraal stelt in plaats van het probleem, verliest het contact met de klant en zijn eigen relevantie.
De waarde van onbewuste vakkennis
Paul gebruikt het voorbeeld van een kok die ruikt en hoort wanneer hij het volgende ingrediënt moet toevoegen. AI kan een recept geven, maar niet die sensorische vakkennis nabootsen. Hetzelfde geldt voor vertalers, coaches, consultants en elke andere expert: de diepste kennis zit in wat jij als vanzelfsprekend beschouwt en wat een ander niet eens opmerkt.
AI als filter, niet als bedreiging
AI versnelt de scheiding tussen bedrijven met echte intellectuele waarde en bedrijven die draaien op marketing en verkoop rondom een product. Voor experts is dit een kans, mits ze hun kennis zichtbaar maken.
Over Identity First Marketing
Paul Veth is oprichter van Identity First Marketing en Identity First Media. Identity First Marketing helpt experts hun digitale aanwezigheid op te bouwen zodat AI-systemen zoals ChatGPT, Claude en Perplexity hen als vanzelfsprekende autoriteit noemen. Gebaseerd op 28 jaar marketingpraktijk.
Onderwerpen
AI en ondernemersprobleem-eerst denkenexperts zichtbaar makenidentity first marketingvakkennis en AIentity buildingAI vindbaarheidintellectueel eigendomexpert positioneringAI filter bedrijven
Volledig transcript
Bekijk volledig transcript
0:00
0AI is not killing businesses. A lot of people think it is, but it's not. AI only kills teams who are very good in marketing and sales and fell in love with one or several products. They work product first, not problem first. And that's why we believe AI is killing businesses, but real businesses, real entrepreneurial minds think in a different way.
0:32
0They don't think, okay, I see one product and that product is the thing I'm going to sell. And because when a business owner develops a product, they always develop the product problem first. So they see a problem in the world and they start developing a product or service and they start talking to people who have those problems. Because at that moment, you can develop a product that is helping those people and is solving those problems. And then, you will develop something, a product, a physical product, or a digital, or a service.
1:23
0And then you start helping those people, but a lot of businesses fall in the trap. They fall in love with that product or service they made because, of course, in the beginning it gives them traction, it gives them revenue and eventually, the product is giving them the life and identity they want. It's like almost like an addiction and that's that's crazy how that works because then you can build a team or a big business around one product product or service and you can be very successful with it. But that's why people say, okay, you have to kill your darlings because when you fall in love, you don't see everything in a clear way. I was in love once and still in in a way with my wife, but we are together for almost five years.
2:21
0So the the falling in love thing is is changing. The chemistry is changing. So I see more of who she is instead of the wow, amazing. She's still amazing, but you know what I mean. You have blind spots for things you really love.
2:39
0So if you fall in love with your product or service, you you have blind spots, a lot of them. And if you are focusing on the product and making it better for what you think is better, then you don't have a business anymore. Then you are a problem solver for the product, so you are helping the product to become better in being that product or service, and you don't have attention for the problems from your customer anymore. And that's a big problem. And AI is is only killing those businesses.
3:17
0I say AI is not killing businesses, but of course, there are businesses who work like that. But I don't think these are real businesses. These are more, like like I said, marketing and sales teams who which are built around a product or service. And if that's the case, if you are very good in marketing and sales, you can switch to another service or product and start selling that. So it's not killing you, it just asks from you to change, to iterate.
3:52
0But then, if you have got the business, like I, people ask me, okay, Paul, how it can be that you before this, you you were I was a hypnotherapist and then I only started working with entrepreneurs because I I have a love, maybe even a blind spot for entrepreneurs. And then I did identity architecture for those entrepreneurs. So it's it's an update of a skill. But to be honest, I started helping the entrepreneurs because I've got the blind spot. I fall fell in love with entrepreneurial minds because I'm an entrepreneur myself since I was 20 years.
4:37
0At that moment, I bought my own bar and started to be an entrepreneur. And, yeah, you can think, okay, hypnotherapist, a bar, yeah, and in between I was a DJ producer, artist management and I worked at several bigger, larger companies as well. So I did a lot of things. But for me, it's always finding the problem that I want to solve and creating a solution to help the people I love the most. So at that moment, when I was working with entrepreneurs, I saw that entrepreneurs who are really skilled, experts in their field, I have a love for them because I see how good they are.
5:28
0They are really good. Like, when I work with a trainer or a coach or an artist, it doesn't matter, or the consultant or the the entrepreneur who owns an agency. But I see how skilled they are and how passionate they are about their business and about their skill set and about helping customers because they work problem first. They see the problem and they want to get rid of the problem for their customers. And there's so much love inside of them and I try to help them, of course, with mindset, with hypnotic interventions, with identity architecture.
6:12
0But then I found out, okay, my love is more in the consulting and coaching part, not anymore with hypnotherapy. I had the love for hypnotherapy because it amazes amazed me. It was almost magical to see people transform and I like like the mindset shifts, the identity shifts those entrepreneurs make. Yeah, I I love it, but I love to see them succeed even more. And I found out that if I help them consulting in their business, that they thrive more in their business and the lessons they learned in my hypnotic chair, they also could learn while building and growing their business.
7:08
0It's learning and healing and growing by life and business experience. And I I see that in a way that's even much more hypnotic because it's indirect. Why people don't change if if you say them directly what they need to do. If I tell you, yeah, you must do this and then your life or business will do this in this direct way, you're like, yeah, yeah, right. Or you are like, okay, maybe you're right but you still not believe it really.
7:42
0You you won't integrate it. But if you start growing as an entrepreneur in life and in business and you see problems and you fix those problems yourself with a little bit of help and advice and nudges from a consultant and you start growing, then you will find out that the transformation you make is much better integrated in your system. And that's what I saw happening. So I was like, okay, problem first. Those experts, yeah, they they need a little bit of a mind shift.
8:21
0Yeah. Most, you're an expert as well, you you underestimate your own value for your customer and your potential customer. And I see it all the time. And that's what I I'm getting a little bit mad because I see some people shouting how good they are and saying they can help people and they get all the money. And then you have experts like, you are really good in what you do.
8:53
0You are really passionate about everything and and let me say it again, you are really good at what you do. And I see that skill set and I don't see the customers line up. And I'm like, oh, it it it hurts me because all those people who have those those problems and problems, they sound a little bit big but that's what we do as an entrepreneur. We solve problems for money. That that's what we do and that makes us happy.
9:24
0Yeah. It's it's it's just like that and every entrepreneur does it in his or hers her own way. That it's just like that. It's it's pure and simple and that's why I say problems because yesterday I bought new shoes. I had the problem, okay, I I have I don't have any nice shoes anymore to wear when summer is coming.
9:48
0So that's a problem. And I went to the store and they solved my problem. So you can make problems big or small, but every entrepreneur solves a problem for someone. And I see those experts and their potential customer with all their problems and they they cannot find each other because a lot of times the expert doesn't want to be visible because they have the idea they have to dance on TikTok to be become visible, but becoming visible is not only showing your face on your website and on your socials, it it's more about the structure underneath. You have to define very sharply your entities, the DNA of your business, and you have to to use words about the problem you fix.
10:49
0Well, customers think, okay, what's in it for me? But it's better to be quotable, to share quotable things because and and that that sounds a little bit almost scripted but it's important to think about your business and about the things you say a lot of times so you can repeat it all the time on camera or in blog articles, in podcasts so people can start quoting you. And and then at that moment you start to become visible. And that's what I want for experts. That's why I do this.
11:24
0And that's AI cannot kill those those businesses because those businesses thrive because the owner, you as an expert, have such an amazing deep intellectual property in details, it's it's amazing. And I believe when you are passionate about solving the problems of your customers and you keep focusing on that, you always find new ways to solve it or because that must be your intention, you solved the problem totally in the way that's not a problem even anymore. So if you fix one problem in a way that it's not even a problem anymore in the whole world, then you succeeded as an entrepreneur. That must be your goal. And it's it sounds a little bit contra intuitive because counter intuitive is the the right English word.
12:35
0I will tell you something about translations and language because you can hear from my accent. I'm from Holland. I'm from The Netherlands, so English is not my nature language, my mother language. But let let me tell you this immediately. People say, okay, AI is not killing business businesses.
13:00
0Okay. What about translators? Okay. What about translators? If I want to let some piece of content translated into English, in my case, in English.
13:16
0And maybe not just a small piece of content, but a book. You have to understand that language is so difficult to translate because when I say a word, that word means in The Netherlands something a little bit different than in English. And for example, if I ask you how are you and you say, good. Okay. Good.
13:50
0But you can also say, good or you can say, good. You you can say it in different kinds of energy. And the translator needs to catch that. And it it catches this because of the context of the words. But if you have the context of one sentence, okay, that's nice.
14:15
0But if you have the context of a whole page, that's a little bit harder. And if you have the context of a whole book, whole book, it's much harder, much much much harder. And, okay, you can say, okay, AI is getting more context windows, so 1,000,000 tokens at this time is normal. Yeah. But the quality goes down after 400 k words already.
14:44
0Yeah. Okay. But tokens and not words. Yeah. Okay.
14:49
0But a small book can be translated. Yeah. It can be but there's the soul, the the feeling of the the whole book. And AI is not capable of catching this because then you have to be aware of the context around the book. It's a real world thing because a book only can exist within a real world.
15:16
0Yeah. Even Lord of the Rings. Because Lord of the Rings is so great, it touches the real world. It feels like if it could happen one time or could have happened in the past. So the whole world is a context.
15:34
0AI is not capable of that. And and like I said, some words are not even meaning the same thing. To be honest, if I say in Dutch, I love you, then I say, ich hauven jau. But the words, when I say them in Dutch, mean for me something deeper than when I say the English words. Well, some people in Holland also say to each other the English words love you and that has a different meaning.
16:08
0That's not possible for AI to catch all those things. So as a translator company, I believe you still have a place in this world. You are really necessary even to help AI and what's for sure the truth is thanks to AI, if you've got a a a translation company, if you use AI to do the heavy lifting already upfront, you can work faster. So you can deliver faster, you can be a little bit cheaper, but you still have a place in this world. You still exist because at that moment you start to work problem first and you have to be an expert.
17:00
0Because if you are just someone who can translate text in a literal literal way, then you're not very good at translating. So you don't exist because you became product first focused. The translation, you fall in fell in love with your translations. Yeah. At that moment, you've got so many blind spots.
17:22
0But if you are the expert, you will survive because you will find ways to monetize your intellectual property and that's it. That's the most important thing for me. And that's why I I love these experts who I work with because they have so many deep knowledge that are normal for you as well. You as an expert might think, okay, for me this is normal. Everybody knows this.
17:51
0No. Not in that deep detailed way as as you do. Yeah. They can ask AI to do something, but it's not deeply detailed. I can ask AI to make how to make a dish, a signature dish from India, for example, and it will give me the ingredients and it will say like, okay, you have to put in this ingredient right now and then this and then this.
18:24
0But they don't, AI cannot understand that you can say, okay, put the herbs in in the pan and let it bake for like one minute. But that's not the case because every fire, every source of heat, every pan is different. So what do the good cooks do? They smell. They know at what moment they have to put in the water or the next ingredient because of smell or hearing.
18:59
0It's so much deeper and you as an expert, you you don't know this because for you it's normal. You don't even notice. You use all yeah. Even your nose, your ears, your eyes, your all your knowledge, the deep knowledge about everything. You don't even understand it from yourself that the deeply knowledge you have gained over the years is so special that you have a lot of value for people.
19:32
0And that's why I started to do this, Identity First Marketing and Identity First Media, because identity first media, I deliver the structure, the digital presence to make it easy for experts to show it online, and the digital marketing, identity first marketing to start understanding what you need to do to put put it on a structure and you can do it yourself as well as well. But that's why I started this also to help them transform into the fully booked expert with a waiting list, with leads, so you as an expert can choose which customer you want to work with and which you don't. And that's what I I want for you. I want for you as an expert to choose your customers. You can say, okay, I've got a waiting list.
20:37
0I want to work with you. Let's go. And that's what I really love about this and AI is only it's it's it's almost like a culling. Like the wolves, they cut out the they attack the the slowest animal and AI does that. It's really like that.
21:06
0It eats away the the the easy companies who worked product first, who built marketing and sales teams. And for those businesses, I say, okay, there's intellectual property in what you did in marketing and in sales, so you can start helping other businesses how to do that. That's amazing. So I believe AI is only an accelerator in bringing quality into the light and helping experts to grow if experts do it in the in the right way. It's it's really like that and that's amazing and and I believe that when experts grow in this way, they transform and I still, for me, can solve the problem I want to see solved.
22:12
0And like I said, every business owner, if you can solve a problem in a way that that problem doesn't exist anymore, nowhere, then you're real then you are really successful. And if that's your goal all the time, you will become successful. That's amazing.
Veelgestelde vragen
Waarom zegt Paul Veth dat AI geen bedrijven doodt?
AI vernietigt alleen bedrijven die product-gericht werken en hun klantproblemen uit het oog zijn verloren. Bedrijven die vanuit problemen denken en echte vakkennis bezitten, worden door AI versterkt, niet bedreigd. Het is een filter, geen sloophamer.
Wat bedoelt Paul met 'verliefd worden op je product'?
Wie succesvol is met een product of dienst, raakt er vaak zo aan gehecht dat het product centraal komt te staan in plaats van het probleem van de klant. Dit zorgt voor blinde vlekken en uiteindelijk voor afstand tot de markt. Dat is de val die Paul beschrijft.
Kunnen vertalers overleven in het AI-tijdperk?
Vertalers die alleen letterlijk vertalen verdwijnen. Vertalers die de ziel van een taal begrijpen, de context, het gevoel en de culturele lading achter woorden, blijven onmisbaar. AI kan de technische last verlichten, maar de diepte van taal begrijpt het niet.
Hoe helpt Identity First Marketing experts zichtbaar te worden?
Identity First Marketing bouwt de digitale structuur waarmee experts vindbaar worden voor AI-systemen als ChatGPT, Claude en Perplexity. Dat betekent scherpe entiteiten, consistente boodschappen en geciteerbare uitspraken die AI-systemen oppikken als bewijs van autoriteit.
Wat is het uiteindelijke doel voor een expert als ondernemer?
Het probleem dat je oplost zo goed aanpakken dat het probleem uiteindelijk nergens meer bestaat. Wie dat als doel stelt, bouwt een bedrijf met echte waarde en blijvende relevantie, ongeacht wat AI of technologie verandert.
Clips uit deze aflevering
1 min 27sAI Is a Culling Machine, Not a Killer
It eats away the the the easy companies who worked product first, who built marketing and sales team
1 min 7sWhat AI Cannot Do That Experts Do Every Day
AI cannot understand that you can say, okay, put the herbs in in the pan and let it bake for like on
1 min 22sProduct First vs Problem First: The Fatal Mistake
is not killing businesses. A lot of people think it is, but it's not. AI only kills teams who are ve
1 min 42sExperts Underestimate Their Own Value Every Time
you can also say, good or you can say, good. You you can say it in different kinds of energy. And th
32sAI Only Kills One Type of Business
is not killing businesses. A lot of people think it is, but it's not. AI only kills teams who are ve
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